In an era of disruption, Disney CEO Bob Iger led one of the world’s most beloved brands to unprecedented success with the acquisitions of Pixar, Marvel, and Lucasfilm. Now, through case studies and lessons from 45 years in media, Bob teaches you how to evolve your business and career. Learn strategies for expanding a brand, leading with integrity, and making big moves—from risk management to the art of negotiation.
Overview
Syllabus
- Introduction
- Meet your new instructor: CEO of The Walt Disney Company, Bob Iger. In his introduction, Bob talks about what he’s learned from great teachers and what he wants to share with you.
- Using Your Time Effectively
- To demonstrate how to use your time effectively, Bob shares in detail how he structures his day to make the most of it. He talks about making time for focus and reveals just how early he wakes up.
- Focus, Strategy & Priorities
- Bob believes you must narrow your focus to develop a successful strategy. He illustrates this point by explaining how he ultimately convinced the Disney board that he should become the next CEO.
- Taking Giant Swings: Pixar Acquisition Case Study
- Bob breaks down the acquisition of Pixar, including his strategy to convince Steve Jobs—the head of Pixar—and the Disney board. He explains how he overcame the odds with the acquisition and why it was essential to Disney’s future success.
- The Art of Negotiation
- Bob shares his tips for successful negotiation, including how to remove your ego from the process and how to make everyone feel like they’ve come out a winner.
- Creating Brand Value
- It goes without saying that the Disney brand is powerful. Bob explains why the brand needed to evolve while staying true to its core in order to stay relevant.
- Expanding Your Brand: Marvel Acquisition Case Study
- Bob shares the strategy behind folding Marvel into the Disney brand, and he discusses how to capitalize on well-loved brands to maximize growth.
- Anticipating What Consumers Want
- Bob gives his perspective on consumer data and why he believes you sometimes have to push it aside and go with your gut. He uses the films Black Panther and Captain Marvel to illustrate his point.
- The Importance of Risk-Taking
- Bob shares why he thinks taking risks is essential to success, even when they end in failure. He uses an example from early in his career when he made an epic mistake that ultimately yielded a huge success.
- Navigating Complex Deals: 21st Century Fox Case Study
- The process to acquire 21st Century Fox was complicated and time-consuming. Bob walks you through the deal and explains the challenges.
- Managing Industry Disruption: Disney Plus Case Study
- One of Bob’s superpowers is his ability to predict where the industry is headed. He talks about how Disney navigated the change to streaming video on demand, starting with ESPN+ and leading to Disney+.
- Tenets for Success
- Bob shares his tenets for successful leadership, including how to foster curiosity, practice candor, project optimism, be authentic, and own your mistakes.
- Conclusion
- To conclude, Bob wishes students the best on their future, encouraging them to lead with integrity and advocate for a better world.
Taught by
Bob Iger
